Samantha Ruth Prabhu is on her way back to Hyderabad from a promotional event in Rajahmundry when we call her this evening. The award-winning South Indian actor, it becomes apparent early on in the conversation, has her hands full. “Apart from my endorsements, I am working on seven Telugu and Tamil films at the moment; the release dates for which are spread between October this year and summer 2018.” While films are an integral part of her being, Prabhu has been dedicating the bulk of her hours to a fashion-centric passion project lately. As Telangana’s handloom ambassador, she has joined forces with the state’s government to debut Woven—a platform dedicated to championing the cause of Telangana’s weavers, honouring their work, and infusing present-day relevance to age-old techniques that are unique to the South Indian state.

“I have been travelling across the state for the past few months to understand the problems that plague our weavers at a grass root level. Their skills are unmatched, but it’s disheartening that they fear their craft will die with them. We want weavers to get due recognition, and also restore respect for their art. Therein was born the idea for this initiative, and it’s a cause I am deeply vested in,” she explains.

The event fittingly takes place today, on August 7, 2017, which is also National Handloom Day. Apart from felicitating weavers, a fashion show focused on Telangan fabrics like ikat, mangalagiri, Narayanapeta and Gadwal among others will be a highlight of the event. “We are working with local designers like Preetham Jukalker, Shilpa Reddy, and Shravan Kumar among others, as they are well-versed with these fabrics. Handlooms are often straitjacketed as the older generation’s domain. But its contemporary reinterpretation by these young designers will help change this misconception. The collections will not only feature handloom saris but also modern silhouettes. Moreover, this will also help establish a synergy between the designers and weavers, and assist the latter to thrive,” says Prabhu, who will be wearing a double ikat sari by Jukalker for the event.

While Prabhu has always been sartorially conscious since she started out as an actor seven years ago, it was a handwoven designer sari she wore two years back that drew her attention to the handloom industry. “As exquisite as the sari was, I was taken aback by its hefty price tag. On the one hand, weavers were committing suicide owing to the lack of sustainability, and on the other, the public was shying away from handlooms because of how expensive it was. It did not fit.” This propelled Prabhu to dig deeper, and use her influence to make the right noise. And while she is not under the illusion of affecting overnight change with Woven, she feels it’s a step in the right direction for the industry’s rightful revival. “I do believe that we are a deeply caring and responsible generation. If we can modernise these fabrics and make them affordable, a change is bound to follow. It helps that our government is proactive and eager to see this initiative through too.”

So are handwoven ensembles a dominant part of Prabhu’s personal repertoire? “I am innately drawn to clothes with a story, so handwoven pieces check that box. For instance, I wore a gota skirt and boxy top set by Punit Balana today that was handwoven into a chevron pattern.” Saris are also a constant in Prabhu’s wardrobe—it’s a drape she feels abundantly feminine and elegant in. Though she prefers to wear them with a twist, and will often throw in a flouncy or boxy blouse to add visual appeal. “I steer clear of anything that is too tight. I need to be at ease in what I wear. Any discomfort manifests into the most awkward expression on my face,” she laughs.

Aside from her film commitments and gearing up for the launch of Woven (“I have been involved in every aspect, right down to what goes into the gift bags!”), one can’t help but note that even her impending nuptials to actor Naga Chaitanya hasn’t slowed her down. “It has been challenging, but I am all about testing my limits and pushing myself. People assumed I would take a step back to focus on my domestic life, but I like to prove such expectations wrong. In fact, this has been one of the busiest phases of my life, and I wouldn’t have it any other way,” Prabhu signs off.